Brand Tone

unconventional, artistic, and confident. It's approachable yet curated, using words like "raros," "rebel," and "lunáticos" to describe its coffee and customers. This creates a feeling of an exclusive club for those who appreciate things that are out of the ordinary. The aesthetic is clean and modern, but the language is what truly sets the brand apart, creating a personality that is both edgy and passionate about quality.

Brand Values

• •Individuality and Non-conformity
• •Sensory Experience
• •Quality and Expertise
• •Community

Best Practices

• •Embrace "Raro": Consistently use words like "raro," "diferente," "extraño," "rebelde," and "único" in your copy. The brand's strength is its name and the philosophy behind it. Own the weirdness.
• •Maintain the Music-Coffee Connection: Always link the experience of drinking coffee to the experience of listening to music. Create playlists that match coffee profiles, talk about what vinyl pairs well with a specific blend, and use musical language to describe flavors.
• •Use Confident and Exclusive Language: Employ phrases that create a sense of a special community, such as "for the brave," "for connoisseurs," or "if you know, you know." This reinforces the idea that Raro is a discovery for those with a certain taste.
• •Educate with an Edge: When providing brew guides or coffee education, maintain the brand's tone. Instead of generic instructions, frame it as "The Raro Ritual" or "The Art of the Perfect Brew, for the Impatient Artist."
• •Visual and Textual Harmony: Ensure the clean, modern, and slightly moody aesthetic of the visuals on Instagram and the website is matched by the copy. The text should be as curated and intentional as the photography.

Social Perception

The public perception of a brand like Raro Cafe is that of a niche, premium player in the coffee market. It appeals to "third-wave" coffee consumers who are knowledgeable about coffee and seek out unique origins and flavor profiles. The connection to vinyl records adds a layer of cultural capital, attracting a demographic that is likely interested in music, art, and authentic experiences. They are perceived as more than just a coffee roaster; they are a lifestyle brand.

Copy Examples

• •Normal is boring. Our Rebel blend is for mornings that need a soundtrack and a kick. Fermented for notes you didn't see coming. This is coffee for the weirdos. Are you one of us? #NoSomosCualquierCafé
• •Strange Coffee, Select Vinyls. Flavors you didn't expect. Sounds you didn't know you loved. This is Raro.
• •Don't just wake up. Ascend. This is not your everyday coffee. This is a Gesha, a rare and striking experience with delicate floral notes that will reset your standards. Brew it slowly, put on a record, and enjoy the difference.
• •For Your Ears and Your Cup: New Vinyls and Micro-lots.
• •Your daily ritual just got less ordinary.